Jul 17, 2022
In Welcome to the Forum
And if people love something, they talk to their friends, colleagues, and peers about it. CMO Bill Macaitis has shifted the criteria for success from converting users to paid accounts to persuading them to further recommend Slack . Achieving this is much more difficult. Paid conversions are a shorter-term goal. Important, but inferior to achieving large-scale network effects. Network effect is a condition for all new users to participate to make the product stronger for everyone else. People who use Slack ghost mannequin effect service are more likely to infect the entire company with Slack's love. It explains why claiming NPS (Net Promoter Score) and CSAT (Customer Satisfaction) as key indicators is the most successful. This is an ideal optimization for word-of-mouth marketing. And the perfect example is Slack's pricing model. If you're using Slack with a paid account and one of your team members isn't logged in to the active window for 10 days, Slack will refund you. This is unusual for any company. Consider a frictionless test. Slack had to ask itself what was best for both the brand and the customer. Is the pricing model consistent with the brand's customer centricity? Does it positively surprise users? (This is because the unused funds will be refunded to the user.) Is it possible for a customer to recommend the product? (Unusual things are often shared more.) Customer success details In From Impossible to Inevitable, Aaron Ross writes that customer success is the central driver of growth and is worth five times as much as sales. For the same reason, Zendesk's Macaitis, which focused on CSAT scores, made customer success a top priority.